Google is simplifying landing page access from Gmail ads in Demand Gen. Its average conversion-lift figure concerns image creatives in internal global data from February 2026. Source officielle.
A practical check
Before adding Gmail, isolate the budget, creative, and test period. Check that the landing page matches the ad, then compare attributed orders or leads with spend.
Example: a store adds Gmail to Demand Gen during a promotion. It must separate placement effects from price and timing; a before-and-after account-wide rate cannot do that.
What the evidence supports
Do not turn Google’s average into a forecast for one campaign. Compare attributed conversions with observed sales and the account’s measurement rules. Date the check and retain the source documentation so that later changes can be verified.